Chapter 6: Attitudes Based on Low Effort

 Micro-Analysis of Target COVID-19 Commercial “Always Taking Care”

Self-Referencing:

    Target has recently published a new commercial relating to today's current situation with COVID-19. In this ad, the company delivers the message of the advertisement by linking it through experience. How so? With the pandemic changes on the need to social distance, wear a mask, frequently practice good hygiene, and more has resulted in a shift in the consumer's behavior, explicitly shopping at a retail store. The purpose of this commercial is to establish a positive attitude towards shopping at Target by assuring the customer how the company is doing its part on its social responsibility in implementing a safe retail environment for its customers to shop in. But at the same time, unconsciously reminding the viewer also to do their part to keep themselves and their surrounding environment safe with clips of wearing a mask, using the hand sanitizing dispensary, and social distancing.

Dual-Mediation Hypothesis:

    "Always Taking Care" commercial aims to project a positive attitude about shopping at Target by including clips such as a happy family shopping, an employee sanitizing the shopping carts, a young couple practicing social distancing while wearing a mask. It is all pulled together with upbeat background music as the narrator uses buzzworthy phrases to encourage the audience's attitude with "We believe in the power of helping hands and covering every detail… In teamwork, that works, so you can find ways to stay close. We believe in always taking care." Target's strategy to pull the viewer into continuing the rest of the commercial is by incorporating "we" in its narration as it is a team effort, where the viewer has a part of doing. The only downfall is this ad's effect is temporary since after the pandemic, or as more people adjust to the new normal, the impact of this commercial will wear off and be forgotten. But during the time being, it alternates the mood of the new normal of practicing safety procedures from being viewed as an annoyance or any negative connotation and instead attempts to switch it around into something positive.